Attribution Modelling In Google Ads And Facebook PDF Download

Attribution Modelling in Google Ads and Facebook PDF
Author: Himanshu Sharma
Publisher: Blurb
Size: 29.42 MB
Format: PDF, ePub, Mobi
Category :
Languages : en
Pages : 478
View: 2414

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Attribution modelling is the process of understanding the customer purchasing journey and determining the most effective marketing channels / campaigns for investment at a particular point in time. A lot has been said about attribution modelling over the years. However, talking about attribution is the easy bit, implementing it is the real challenge. This book has been written to help you implement attribution modelling in Google Ads (formerly Google AdWords) and Facebook. This expert guide will teach you, how to leverage the knowledge of attribution modelling in order to understand the customer purchasing journey and to determine the most effective marketing channels for investment.

30 Minute Website Marketing PDF Download

30 Minute Website Marketing PDF
Author: Lee Wilson
Publisher: Emerald Group Publishing
Size: 46.72 MB
Format: PDF, Mobi
Category : Business & Economics
Languages : en
Pages : 200
View: 176

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Every high priority website marketing action can be distilled into a 30 minute time-frame. This practical guide provides step-by-step actions ready to implement, distilled from over 15 years of experience leading digital marketing departments.

Tap PDF Download

Tap PDF
Author: Anindya Ghose
Publisher:
Size: 70.38 MB
Format: PDF, Mobi
Category : Cell phone advertising
Languages : en
Pages : 240
View: 6656

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Consumers create a data trail by tapping their phones; businesses can tap into this trail to harness the power of the more than three-trilion-dollar mobile economy ... this two-way exchange can benefit both customers and businesses ... Ghose identifies nine forces that shape consumer behavior, including time, crowdedness, trajectory, and weather, and ... he highlights the true influence mobile wields over shoppers ... and the lucrative opportunities it represents ...

Experiential Marketing PDF Download

Experiential Marketing PDF
Author: Wided Batat
Publisher: Routledge
Size: 27.32 MB
Format: PDF, Mobi
Category : Business & Economics
Languages : en
Pages : 332
View: 2733

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Experiential marketing has become an indispensable tool for all types of businesses across multiple sectors. This book provides an all-encompassing, practical, and conceptual map of contemporary experiential case studies, which together offer insights into this exciting approach to customer experience. Experiential Marketing incorporates 36 international case studies from 12 key sectors, from technology, consumer goods, and B2B to luxury, events, and tourism sectors. With a selection of case studies from leading brands, such as Coca-Cola, Nutella, Chanel, NASA, The New York Times, Pfizer, and Amtrak, the reader will learn and practice the experiential marketing tools and strategies through these examples. Expert testimonials, practical applied exercises, and the author’s online videos provide both theoretical foundations and concrete application. This is a must-read for advanced undergraduate and postgraduate Marketing and Customer Experience students and an excellent teaching resource. It should also be of great use to practitioners – particularly those studying for professional qualifications – who are interested in learning experiential marketing strategies and developing knowledge about the way big brands in different sectors are designing the customer experience online and offline. Online material includes lecture slides, a test bank of questions, an instructor’s manual, and explanatory videos.

Lean Ai PDF Download

Lean AI PDF
Author: Lomit Patel
Publisher: O'Reilly Media
Size: 49.54 MB
Format: PDF, Docs
Category : Business & Economics
Languages : en
Pages : 240
View: 429

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How can startups successfully scale customer acquisition and revenue growth with a Lean team? Out-of-the-box acquisition solutions from Facebook, Google, and others provide a good start, but the companies that can tailor those solutions to meet their specific needs, objectives, and goals will come out winners. But that hasn’t been an easy task—until now. With this practical book, author Lomit Patel shows you how to use AI and automation to provide an operational layer atop those acquisition solutions to deliver amazing results for your company. You’ll learn how to adapt, customize, and personalize cross-channel user journeys to help your company attract and retain customers—to usher in the new age of Autonomous Marketing. Learn how AI and automation can support the customer acquisition efforts of a Lean Startup Dive into Customer Acquisition 3.0, an initiative for gaining and retaining customers Explore ways to use AI for marketing purposes Understand the key metrics for determining the growth of your startup Determine the right strategy to foster user acquisition in your company Manage the increased complexity and risk inherent in AI projects

Digital Media Effects PDF Download

Digital Media Effects PDF
Author: W James Potter
Publisher:
Size: 48.17 MB
Format: PDF
Category :
Languages : en
Pages : 264
View: 762

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With mobile devices and easy access to the internet, people are now in constant connection with news and entertainment, as well as contributing to content through social media. This book focuses on the unique effects these digital media have, making students aware of media's omnipresence in their lives.

The Mobile Commerce Revolution PDF Download

The Mobile Commerce Revolution PDF
Author: Tim Hayden
Publisher: Que Publishing
Size: 67.23 MB
Format: PDF, Docs
Category : Business & Economics
Languages : en
Pages : 208
View: 755

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Your Definitive Guide to Profiting from Mobile Commerce With more than 60% of Americans carrying smartphones, your mobile commerce opportunities are immense: not someday, right now. But, to fully capture those opportunities, it’s not enough to build an app. You need to know how mobile is transforming your customers’ behavior, your organization, and your competitive environment. You need to assess and apply a wide spectrum of strategies, tactics, and technologies: from responsive web design and location-based tactics to mobile payment systems. You need to change your processes and your culture. The Mobile Commerce Revolution covers all this and more. Mobile commerce pioneer Tim Hayden and consumer behavior expert Tom Webster draw on their experience helping clients of all kinds to succeed with mobile— from startups to the world’s top brands. Packed with indispensable data and cutting-edge case studies, this guide will take you from planning to action to profit! Discover how customer mobile behavior is radically maturing and shifting Weave mobility throughout your marketing mix and business operations Prepare for the instant and impulse when your customer wants to buy Identify mobile tactics that are actually influencing purchases Earn confidence from customers that you will protect their privacy Use payment technologies to reduce friction and make it easier to buy Deliver richer, more powerful stories and mobile experiences Understand customers through “Little Data”: qualitative studies to physically observe behavior Grasp purchase attribution: why people buy

The Invisible Brand Marketing In The Age Of Automation Big Data And Machine Learning PDF Download

The Invisible Brand  Marketing in the Age of Automation  Big Data  and Machine Learning PDF
Author: William Ammerman
Publisher: McGraw Hill Professional
Size: 60.60 MB
Format: PDF, Docs
Category : Business & Economics
Languages : en
Pages : 320
View: 2758

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Marketers are harnessing the enormous power of AI to drive unprecedented results The world of marketing is undergoing major change. Sophisticated algorithms can test billions of marketing messages and measure results, and shift the weight of campaigns—all in real time. What’s next? A complete transformation of marketing as we know it, where machines themselves design and implement customized advertising tactics at virtually every point of digital contact. The Invisible Brand provides an in-depth exploration of the risks and rewards of this epochal shift—while delivering the information and insight you need to stay ahead of the game. Renowned technologist William Ammerman draws from his decades of experience at the forefront of digital marketing to provide a roadmap to our data-driven future. You’ll learn how data and AI will forge a new level of persuasiveness and influence for reshaping consumers’ buying decisions. You’ll understand the technology behind these changes and see how it is already at work in digital assistants, recommendation engines and digital advertising. And you’ll find unmatched insight into how to harness the power of artificial intelligence for maximum results. As we enter the age of mass customization of messaging, power and influence will go to those who know the consumer best. Whether you are a marketing executive or concerned citizen, The Invisible Brand provides everything you need to understand how brands are harnessing the extraordinary amounts of data at their disposal—and capitalizing on it with AI.

Does It Work 10 Principles For Delivering True Business Value In Digital Marketing PDF Download

Does It Work   10 Principles for Delivering True Business Value in Digital Marketing PDF
Author: Shane Atchison
Publisher: McGraw Hill Professional
Size: 37.95 MB
Format: PDF, ePub, Docs
Category : Business & Economics
Languages : en
Pages : 256
View: 5797

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You can collect all the consumer data in the world, but it's not worth much if you aren't using it to move your business forward. Today, marketers and advertisers can do so much more than launch campaigns and hope for the best. Thanks to data, they can finally know what works and doesn't, and use that information to become more effective in the future. That's where this groundbreaking marketing guide comes into play. From POSSIBLE, one of the world's most successful digital marketing agencies, Does Your Marketing Work? reveals 10 easy-to-understand principles for building a higly creative organization that thrives on data. You'll learn how to how to set business goals, inspire great ideas, find the right people, measure what matters, and act on insight. The book explains how to evaluate everything from simple projects to long-term brand vitality--all the while keeping the field wide open for brilliant creative work.

Inside Cyber Warfare PDF Download

Inside Cyber Warfare PDF
Author: Jeffrey Carr
Publisher: "O'Reilly Media, Inc."
Size: 59.59 MB
Format: PDF, Docs
Category :
Languages : en
Pages : 240
View: 3792

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What people are saying about Inside Cyber Warfare "The necessary handbook for the 21st century." --Lewis Shepherd, Chief Tech Officer and Senior Fellow, Microsoft Institute for Advanced Technology in Governments "A must-read for policy makers and leaders who need to understand the big-picture landscape of cyber war." --Jim Stogdill, CTO, Mission Services Accenture You may have heard about "cyber warfare" in the news, but do you really know what it is? This book provides fascinating and disturbing details on how nations, groups, and individuals throughout the world are using the Internet as an attack platform to gain military, political, and economic advantages over their adversaries. You'll learn how sophisticated hackers working on behalf of states or organized crime patiently play a high-stakes game that could target anyone, regardless of affiliation or nationality. Inside Cyber Warfare goes beyond the headlines of attention-grabbing DDoS attacks and takes a deep look inside multiple cyber-conflicts that occurred from 2002 through summer 2009. Learn how cyber attacks are waged in open conflicts, including recent hostilities between Russia and Georgia, and Israel and Palestine Discover why Twitter, Facebook, LiveJournal, Vkontakte, and other sites on the social web are mined by the intelligence services of many nations Read about China's commitment to penetrate the networks of its technologically superior adversaries as a matter of national survival Find out why many attacks originate from servers in the United States, and who's responsible Learn how hackers are "weaponizing" malware to attack vulnerabilities at the application level

Digital Metrics Playbook PDF Download

Digital Metrics Playbook PDF
Author: Enrique Quevedo
Publisher: Dreaming Intent Press
Size: 49.23 MB
Format: PDF, ePub
Category : Business & Economics
Languages : en
Pages :
View: 5370

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Brand marketers are still taking their first steps into the digital world by migrating their traditional mindset into the new communication channels they have at hand. Traditional branding, being strongly based on reach & frequency, is being copied to digital branding initiatives, thus ignoring the great opportunity digital media provides, as a two-way communication channel, to further engage with their audiences.The book proposes a comprehensive measurement framework to help shape the mindset of the next generation of digital brand marketers and enable them to focus not only on brand exposure and its impact on sales, but also on the brand experience they can now create using digital media, and its impact on long term profitability.It guides you on a step by step through the five stages of the framework:1. Expose your brand2. Attract people to your brand territory3. Engage providing valuable experiences4. Retain attention over the long term5. Influence perception, intent or behaviorWe also provide the set of KPIs that need to be measured at each of the stages. KPIs are designed to fulfill two different needs: the need to optimize efforts on a day-by-day basis, and the need to assess high-level success at each of the stages of the framework. Finally, we'll help you bring accountability by surfacing the link between your online branding efforts and the most important outcomes expected from any branding campaign: to drive sales and to grow loyalty.

Back To The Future Using Marketing Basics To Provide Customer Value PDF Download

Back to the Future  Using Marketing Basics to Provide Customer Value PDF
Author: Nina Krey
Publisher: Springer
Size: 25.93 MB
Format: PDF, ePub
Category : Business & Economics
Languages : en
Pages : 816
View: 4755

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This proceedings volume presents timely research and insights on the advancement of marketing’s basic premise—providing greater levels of customer value. In recent years, both marketing scholars and practitioners have witnessed great advancements in technology and methodologies associated with big data, with location-based marketing centered on mobile apps and the real-time tracking of consumer behavior, and with innovations and enhancements in communications utilizing the continually growing presence of social media. Featuring the full proceedings of the 2017 Academy of Marketing Science (AMS) Annual Conference held in Coronado Island, California, this volume provides ground-breaking research from scholars and practitioners from around the world that will help marketers in providing value for companies, consumers and society. Founded in 1971, the Academy of Marketing Science is an international organization dedicated to promoting timely explorations of phenomena related to the science of marketing in theory, research, and practice. Among its services to members and the community at large, the Academy offers conferences, congresses, and symposia that attract delegates from around the world. Presentations from these events are published in this Proceedings series, which offers a comprehensive archive of volumes reflecting the evolution of the field. Volumes deliver cutting-edge research and insights, complementing the Academy’s flagship journals, the Journal of the Academy of Marketing Science (JAMS) and AMS Review. Volumes are edited by leading scholars and practitioners across a wide range of subject areas in marketing science.